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Media Consumption Survey In times when human attention is scarce, Indian audiences have Latest CVoter Media Consumption voted largely for Print media. A resounding majority of Indians surveyed for the CVoter Media Survey 2020: Print Remains Consumption Survey 2020 have attached higher credibility to Most Credible Source stories published in Print media, in contrast to the great buzz created around high-pitch debates on of Information television. This survey finding has unraveled that Indian readers Contrary to the buzz around the high-pitched news debates on televisions, the latest CVoter Media Consumption Survey 2020 has unraveled some interesting view points of over 5,000 survey respondents across India, covering all the districts in every state, representing the demographic profile according to the latest census figures. s India continues to experi- ence the unprecedented CONSUMERS LOVE TO READ ABOUT IPL IN health and financial micro- NEWSPAPERS, EVEN AFTER HAVING SEEN IT LIVE. A and macro-effects of the THEY FIND ADS DURING LIVE MATCHES AN COVID-19 outbreak, CVoter, a IRRITANT. premier Indian international Even after watching any Match Given a chance, I would like to polling agency headquartered in live, I still like to read about it in watch Cricket matches without Ad derive most value out of reportage Delhi, has recently been working Newspaper breaks in Print media even on topics, hard at assessing media con- which are conventionally consid- 8.4% 10.3% 9.2% 9.3% sumption trends given the rapid Not Don't Don't ered to be the domain of elec- Not applicable Know Know shift in media landscape due to /Can't applicable /Can't tronic media. say 15.3% say the pandemic. Don't When it comes to pure play Read on as we unpack some Agree news and current affairs, the (In %) (In %) interesting highlights of the 30.2% newspapers dominate the cover- enduring nature of the printed advertising is close to R30,600 Don't CVoter Media Consumption Agree age of news and current affairs word despite tough competition crore a year, as per KPMG esti- Survey 2020. 65.2% with over 75% of survey respond- from the electronic media has mates. 52.2% Agree Agree ents rooting for newspapers in important implications for adver- “news” reporting. The tising too. Currently, print media Indian audiences seem to be truly and sensory experience that Print enjoying the rising number of media offers can’t be beaten. content consumption choices, in This combined model of terms of numbers of outlets and conventional news vehicles and media platforms. And, Digital has digital media must be looked at emerged as an important exten- from a displacement angle rather sion of conventional news vehi- than replacement. While Indian cles. readers prefer to get breaking In fact, Print and Digital offer news updates and instant analy- an ideal combination of reach with sis on digital platforms, they still credibility. We now live in a world love Print reading for opinions, where a wealth of information is analysis, long-form narratives at our fingertips, but the tactile and infographics. Print Content is perceived as the Most Credible Medium In times when human attention is scarce, Indian audiences have INFORMATION FROM NEWSPAPERS voted largely for Print media. A (INCLUDING THE ADS) IS VALUED resounding majority of Indians surveyed for the CVoter Media For me, Newspaper is still the most Reading Newspaper has become important information source more important to me after Corona Consumption Survey 2020 have attached higher credibility to Don't Don't Know/ 2.2% Know/ 2.5% stories published in Print media, in Can't say Can't say contrast to the great buzz created Agree 66.5% Agree 63.2% around high-pitch debates on Don't 29.2% Don't 31.2% television. Agree Agree This survey finding has Not 2.1% Not 3.2% unraveled that Indian readers applicable applicable 0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80 A Newspaper report gives more infor- I have my favourite section in mation than a shouting TV news debate Newspaper which I read first everday Don't Don't CURRENTLY, PRINT Know/ 2.1% Know/ 9.1% Can't say Can't say MEDIA ADVERTISING Agree 72.9% Agree 71.2% IS CLOSE TO R30,600 Don't Don't Agree 21.5% Agree 15.1% CRORE A YEAR, Not Not applicable 3.4% applicable 4.6% AS PER KPMG 0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80 s India continues to experi- ESTIMATES ence the unprecedented Information in Newspaper ads are more useful to me health and financial micro- and macro-effects of the Don't Know 7.4% COVID-19 outbreak, CVoter, a /Can't say premier Indian international Agree 64.9% polling agency headquartered in derive most value out of reportage Don't 24.7% Delhi, has recently been working in Print media even on topics, Agree hard at assessing media con- which are conventionally consid- Not 3.0% sumption trends given the rapid ered to be the domain of elec- applicable shift in media landscape due to tronic media. 0 10 20 30 40 50 60 70 80 Source: CVoter Tracker: Sample size 4000 the pandemic. When it comes to pure play Read on as we unpack some news and current affairs, the interesting highlights of the newspapers dominate the cover- enduring nature of the printed advertising is close to R30,600 CVoter Media Consumption age of news and current affairs word despite tough competition crore a year, as per KPMG esti- Survey 2020. with over 75% of survey respond- from the electronic media has mates. ents rooting for newspapers in important implications for adver- “news” reporting. The tising too. Currently, print media Indian audiences seem to be truly and sensory experience that Print enjoying the rising number of media offers can’t be beaten. content consumption choices, in This combined model of terms of numbers of outlets and conventional news vehicles and media platforms. And, Digital has digital media must be looked at emerged as an important exten- from a displacement angle rather sion of conventional news vehi- than replacement. While Indian cles. readers prefer to get breaking In fact, Print and Digital offer news updates and instant analy- an ideal combination of reach with sis on digital platforms, they still credibility. We now live in a world love Print reading for opinions, where a wealth of information is analysis, long-form narratives at our fingertips, but the tactile and infographics. In times when human attention is scarce, Indian audiences have voted largely for Print media. A resounding majority of Indians surveyed for the CVoter Media Consumption Survey 2020 have attached higher credibility to stories published in Print media, in contrast to the great buzz created around high-pitch debates on television. This survey finding has unraveled that Indian readers s India continues to experi- ence the unprecedented health and financial micro- and macro-effects of the COVID-19 outbreak, CVoter, a premier Indian international polling agency headquartered in derive most value out of reportage Delhi, has recently been working in Print media even on topics, hard at assessing media con- which are conventionally consid- sumption trends given the rapid ered to be the domain of elec- shift in media landscape due to tronic media. the pandemic. When it comes to pure play Read on as we unpack some news and current affairs, the interesting highlights of the newspapers dominate the cover- enduring nature of the printed advertising is close to R30,600 CVoter Media Consumption age of news and current affairs word despite tough competition crore a year, as per KPMG esti- Survey 2020. with over 75% of survey respond- from the electronic media has mates. ents rooting for newspapers in important implications for adver- “news” reporting. The tising too. Currently, print media Digital has Emerged as an Important Content Consumption Platform, both for TV and Print Indian audiences seem to be truly and sensory experience that Print enjoying the rising number of media offers can’t be beaten. content consumption choices, in This combined model of terms of numbers of outlets and conventional news vehicles and media platforms. And, Digital has digital media must be looked at emerged as an important exten- from a displacement angle rather sion of conventional news vehi- than replacement. While Indian cles. readers prefer to get breaking In fact, Print and Digital offer news updates and instant analy- an ideal combination of reach with sis on digital platforms, they still credibility. We now live in a world love Print reading for opinions, where a wealth of information is analysis, long-form narratives at our fingertips, but the tactile and infographics. Good Old Media Values are Gripping Indian Audiences TV Content is Tightly perceived It's a great achievement for Superficial the print media to emerge as the most preferred choice of media consumption among Indian audiences. Good old With news TV getting news cycle – that’s a poor values of integrity, honesty, embroiled in controversies transition between the old credibility and detailed regarding manipulated viewer- world of periodic bulletins and reportage seem to be leading ship numbers, sensationalism, the advent of digital channels – the way in this era of views frenzied debates and biased is to be partly blamed for TV per post or TRPs. reportage, it’s increasingly not enjoying the preferred being perceived as a superficial channel status of Indian audi- and trite medium by media ences anymore. watchers. In the survey 72.90% said As a content medium, TV that the newspaper report grapples to cope with the gives more information than meteoric growth of digital the debate of TV news chan- entertainment.
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